. >> nbc universal and american express joined together to shine a light on american small businesses. is there a small business near you that you treasure? if so, go to nbc.com/shinealight. the entries will be narrowed down to three finalists by myself, ellen degeneres and diane von furstenberg. you and the public will choose a winner. we are looking for businesses that touch you in a way the one we are wabt to show you touched our viewer. this is a way to make sure no child goes without shoes. blake mycoskie has a product and he's marketing it by telling a story. >> it's the way the guy -- >> and having other people tell it. >> i want someone to ask me about my shoes so i can say have you heard about tom's before? this is the story. >> everyone who wears are sures are marketers of our shoes. >> spend a little time with blake and you feel compelled to buy his shoes. he founded tom's two years ago after meeting a group of children in argentina that couldn't afford shoes. >> i thought, what if we sold them in the united states and for every pair of shoes we sold, we give one back to th